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Purpose his study aims to find how consumer cultural dimensions affect the attitudes and purchase intentions of innovative products. In particular, the cultural dimensions of consumers are composed of Hofstede’s six cultural dimensions (Individualism, Power Distance, Uncertainty Avoidance, Masculinity, Long-term Orientation, and Indulgence). Design/Methodology/Approach The present study explored how individual cultural dimensions affect the evaluation of an innovative new product. 190 responses were analyzed based on factor analysis, reliability analysis, and regression analysis. Findings As a result of examining consumer attitudes toward innovative products, it was found that long-term orientation had a negative effect while masculinity had a positive effect. In addition, as a result of examining consumer purchase intentions for innovative products, it was found that long-term orientation and uncertainty avoidance had a negative effect, and indulgence had a positive effect. Research Implications It is meaningful that this study measured the cultural dimensions of Hofstede at the individual level, not the national level, and existing research on consumer acceptance of innovative products has been mainly conducted using the ‘Technology Acceptance Model (TAM)’ and ‘Unified Theory and Acceptance and Use of Technology (UTAUT)’. This study has meaningful results that were derived using the cultural dimensions of individuals. In addition, the results obtained through research can contribute to a company's marketing communication strategy for successful innovative products with high uncertainty in the market.
